Two recent European applications filed by Sony show that the gaming industry is seeking to protect not only names, logos and characters, but also hardware.

The recent European trademark application for “SECVAY” sounds very similar to “SEGWAY.” Is this similarity sufficient to support a successful opposition by SEGWAY? That question was central when the European Trademark Office had to assess whether the phonetic similarity between the two trademarks, in combination with the goods in question, was sufficient to establish a connection between the trademarks.

PepsiCo opposed the registration of CHEEZO, citing the strong reputation of CHEETOS in Spain. For the European Trade Mark Office, the key issue was whether the similarities between the two names and the food products in question would lead consumers to associate the two brands.

TINY TREKS focuses on products such as strollers, camping trailers, and wheelchairs. TREK, on the other hand, is known for bicycles. Can TREK take legal action against this trademark?

An innovative product but not an innovative name: Tesla’s ROBOTAXI trademark has also been rejected on appeal. According to the European Trademark Office, the public immediately understands ROBOTAXI as an autonomous taxi.

ANASTASIA is a first name, but also a well-known beauty brand. Can someone else still register that same first name as a trademark for cosmetics if a middle name is added to it? That question was at the heart of the matter when the European Trademark Office had to determine whether the two beauty brands were too similar.

Recent revocation actions against the trademarks of Chelsea FC and the London Underground demonstrate the difficulty of maintaining a trademark for all merchandise.

Volkswagen felt that a new car model from Great Wall Motor bore too many similarities to the iconic Beetle. But how far does the protection of a classic design extend when certain design elements have been part of design history for decades?

Ralph Lauren objected to a new trademark application for clothing that also featured a horseback-riding polo player. Although the logo in question has a more abstract design, the dispute centers on the question: does the public associate a product bearing the disputed logo with Ralph Lauren?

With shorter trademark names, the differences are more pronounced. Can the well-known brand DIOR then take legal action against the trademark application DAUR?

Louis Vuitton claims that Live! Casino has gone too far in capitalizing on the recognizable look of the famous monogram with its promotional line of bags. Not only does the pattern bear a strong resemblance, but the design and commercial presentation could also give the impression of a connection between the two parties. Where does inspiration end and riding on the coattails of a well-known brand’s reputation begin?

Pattie Gonia is a witty reference to Patagonia. When this name was registered as a trademark for items including clothing, merchandise and campaigns, Patagonia certainly stopped laughing. Can a name rooted in both parody and activism clash with the interests of a well-known brand owner?

For many consumers, SMÅLAND brings to mind IKEA, but this blog isn’t about whether this name could be a brand for a children’s play paradise, but for beer. Here’s a hint: SMÅLAND is also the name of a real Swedish region.

What initially seemed like a good idea, a supplementary registration of LEDGER WALLET alongside the earlier registration of LEDGER. turns to be disastrous: the trademark is refused and jeopardizes the earlier registration.

When Fender took legal action against manufacturers of so-called ‘S-Type’ guitars, the debate quickly shifted from trademark rights to the tone and proportionality of a cease-and-desist letter. How do you protect an iconic brand without losing goodwill among the very people who feel a connection to that brand?

DeepSeek quickly became a well-known name in artificial intelligence. Yet that recognition proved no free pass for registering the DEEPSEEK trademark, as the application collided with the earlier DEEP mark owned by Post Luxembourg.

Art and design thrive on inspiration. But there are limits. When a third party registered a design that closely resembled the distinctive Mercedes S-Class design, the question was whether this could still qualify as a valid design with individual character.

Can you trademark the English word “SNACK”? And if not, where are the limits of trademark protection for English words?